What retargeting is, what it isn't, and some agency best practices. Part 1 of a two-part series.
Re-targeting (also called re-marketing or re-messaging) involves cookie-ing site visitors, tracking their key interactions (such as uncompleted purchases), then serving ads to those visitors related to the same product, or else cross-marketing to them elsewhere on the Web.
A facet of behavioral targeting facilitated by ad networks, retargeting has been around for a while (DoubleClick's ad network offered a retargeting program called Boomerang), but it's been gaining traction among ad agencies only recently, particularly since Q3 of last year. Advertising.com says its LeadBack retargeting program is now a key planning consideration for its advertisers.
Why? The primary reason is because retargeting is a powerful means to bring lift to ad campaign results, generating higher conversion rates and lowering acquisition costs. You can't get much more effective than targeting a person who has shown interest in a product but didn't buy with a related ad that then gets him to buy, right?
Facts About Retargeting
Like all things too-good-to-be-true, retargeting is no panacea. Agencies seeking to implement retargeting must keep some important things in mind:
In Part Two: Common fallacies and best practices.
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